Apple is reportedly in negotiations with Google to bring Google’s Gemini AI engine to iPhones, according to a new report by Bloomberg. This development comes as Apple builds its own AI models and underscores the growing significance of artificial intelligence across tech industry.
Discussions revolve around licensing Gemini, Google’s set of generative AI tools, to fuel upcoming features in iOS 18. These features could involve functionalities like generating images or writing essays based on user prompts.
If finalized, the deal would leverage Apple’s massive user base, exceeding 2 billion active devices, to significantly expand Gemini’s reach. It would also build on the existing search partnership between the two tech giants, where Google pays Apple to be the default search engine on iPhones.
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However, the potential collaboration raises several considerations. While a deal would undoubtedly benefit Google’s AI efforts, it could suggest that Apple’s internal AI development isn’t as advanced as some might have expected.
Additionally, such a partnership could attract increased antitrust scrutiny, considering the ongoing lawsuit against the existing search agreement between the two companies. Regulators in both the US and EU have already expressed concerns regarding Google Search’s dominance on mobile devices.
Apple has been working on its own large language model, codenamed Ajax. However, reports indicate it may not be as sophisticated as Google’s technology. This could explain Apple’s exploration of partnerships with companies like Google and OpenAI, whose ChatGPT tool CEO Tim Cook has acknowledged using personally.
While Apple aims for a groundbreaking AI announcement this year, the company prioritizes a measured approach to implementation. By potentially outsourcing generative AI features to Google, Apple could mitigate potential issues and accelerate the rollout of these functionalities within existing apps like Siri.
The outcome of the talks remains uncertain. An official announcement might not come until Apple’s developer conference in June. Apple could ultimately choose OpenAI or another provider, or even leverage multiple partners like it does with search engines.
